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  • Article
     | 
    AUG 14, 2019

    Brands view podcast development as a top-of-funnel activity that helps cultivate an audience, as opposed to cause a spike in sales.

  • Article
     | 
    APR 16, 2020

    The IAB survey found that about two in five respondents planned to increase mission-based marketing (42%), cause marketing (41%) and brand equity messaging (37%). At the same time, 45% of respondents were planning to pull back on performance marketing. Early research on consumer activities during the quarantine suggests that a lot of the video being watched could be ad-supported, at least in theory.

  • Report
     | 
    JUL 23, 2020

    But Corus, Canadaland and TPX have created divisions to help brands use podcasting for marketing aims. Steering clear of brand messaging is generally accepted as best practice. Goodwill creation by informing and entertaining is a top-of-funnel activity that helps cultivate an audience, as opposed to chasing an immediate impact on revenues.

  • Report
     | 
    FEB 11, 2021

    SMS marketing has long remained under the radar. But several tailwinds will make sending text messages to customers a common practice in 2021.

  • Report
     | 
    MAR 26, 2020

    As D2C brands move up funnel, many are looking to TV and digital video for reach and to tell their brand story. “When they want to move up the funnel, what are the ways they start doing that?” Facebook’s Bailey asked.

  • Article
     | 
    MAR 4, 2021

    We'll continue to get more sophisticated around our retention funnels. It has been a rapid journey over the past 12 months and a lot of work for the team. There's a lot of runway ahead of us to get more sophisticated in our approach across the foundations that we've now built. Vigilante: I'd say that one other big project that we're tackling is just understanding attribution.

  • Article
     | 
    MAY 4, 2020

    The upshot is that direct-response advertisers seem to have set up a floor on the market for display advertising, which has buoyed revenues at publishers with ad products that serve lower-funnel goals. Some of those advertisers are likely still relying on a simplistic view of ROI and last-click attribution.

  • Video
     | 
    AUG 22, 2019

    Prior to Marketo, Dave was the vice president of marketing at revenue attribution and planning software company Bizible, which was acquired by Marketo in May 2018. Before Bizible, Dave worked at Microsoft on the Bing marketing team. He graduated with a degree in entrepreneurship and marketing from the University of Toledo.

  • Report
     | 
    JUL 25, 2019

    We see travel brands using social as more of a full-funnel tactic, as opposed to ‘I'm going to rely upon it solely to drive lower-funnel or solely to drive upper-funnel.’”. Search. As in years past, travel advertisers will lean heavily on search in the foreseeable future. We forecast that US travel advertisers will spend $5.84 billion on search in 2019.

  • Report
     | 
    MAR 23, 2021

    “The elements that constitute the experience funnel tend to live in different divisions and silos, and there is no one charged with orchestrating it,” said Todd Unger, chief experience officer at the American Medical Association. “Today’s digital environment demands an operating leader who understands the new paradigm and can lead that orchestration—and has the authority to do it.”

  • Article
     | 
    JUN 22, 2020

    Data is critical in marketing and advertising, but navigating between points of activation can be complex and prohibitive. With the end of the third-party cookie, this challenging journey through the infrastructure of the data-driven media ecosystem is about to become even more difficult.

  • Report
     | 
    DEC 19, 2019

    But the greatest impact will be felt further up the funnel as social media becomes even more influential in brand discovery and consideration as only modest sums drop to the bottom line. No. 5: Shoppable Content Will Evolve Toward Sight, Sound and Motion. Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing.

  • Article
     | 
    APR 13, 2020

    As a performance marketing channel that is relied on to drive return on investment, search is often viewed as relatively safe in a recession, when marketers are forced to justify budgets. But there are at least two major downward pressures on search ad spending during the current crisis:.

  • Article
     | 
    JAN 21, 2020

    She also advocated looking further down the funnel to see what second- or third-order actions email recipients might take. “If my goal is for the user to attend a webinar, I would not only look at the webinar attendees, I would also look at the action they had taken after attending the webinar,” she said. “The email is also pushing this.

  • Article
     | 
    MAY 9, 2021

    In-store shopping will remain a crucial part of the retail sales funnel in China, even as ecommerce players continue to rack up record gross merchandise value (GMV). Pre-pandemic, ecommerce was already disrupting brick-and-mortar retail, but over the past year, retailers began to innovate more offline, leveraging new and existing technology.

  • Report
     | 
    JAN 30, 2020

    Taylor said that GroupM clients are finding success with the format for mid-funnel executions. Additionally, small and mid-market companies that work with AGM are also finding success with video ads. “We are using video for top-of-funnel awareness,” Abraham said.

  • Article
     | 
    SEP 17, 2019

    We see travel brands using social as more of a full-funnel tactic, as opposed to ‘I'm going to rely upon it solely to drive lower-funnel or solely to drive upper-funnel.’”. In our report, we noted that growth in the travel industry is slightly outpacing other verticals due to increased competition and a strong economy.

  • Article
     | 
    JAN 22, 2021

    Sam Shames, co-founder and COO of wearables startup Embr Labs, deploys SMS largely to convert abandoned carts in the lower funnel.

  • Article
     | 
    JUN 14, 2019

    As established furniture brands vie for ecommerce dollars, younger D2C companies need to innovate their marketing efforts to rise above the competition. We spoke with Mark Simmons, executive vice president of marketing at Burrow (a D2C couch company founded in 2017) about the importance of omnichannel strategy, informative retargeting and authentic engagement.

  • Report
     | 
    JUN 11, 2019

    “The software's improving, people are learning more, people are getting more expert at it,” said Todd Thompson, senior vice president of data, insights and customer engagement at marketing services firm RRD Marketing Solutions. “It's just that it's coming along more slowly than they hoped.

  • Article
     | 
    APR 9, 2020

    Search is a lower-funnel ad channel that’s typically geared toward driving conversions—including in-store—and many of those conversions can’t happen right now because of quarantines, inventory shortfalls and related problems. Search budgets aren’t committed in advance and can be paused or pulled at any time. Advertisers can and will pause spending if the economics aren’t there.

  • Article
     | 
    SEP 4, 2020

    Google partners with retailers to deliver full funnel media plans including YouTube, Display, and Search ads that achieve brand objectives at scale. Data. Retailers are sitting on rich, first-party shopper information that is invaluable in helping brands better understand shoppers.

  • Report
     | 
    AUG 26, 2020

    “Especially in verticals like beauty and retail, brands are still launching marquee Lenses that drive buzz and upper-funnel KPIs like engagement and awareness, but we're seeing them complementing those with always-on, lower-funnel activations that feature products and drive transactions.”. In research conducted last year, marketers’ interest in AR was muted.

  • Report
     | 
    NOV 7, 2019

    Brands are focusing their Amazon ad spending on search formats geared toward the lower funnel, and most are also working with Amazon-specialized agencies or other partners to help them get the most out of the retail giant’s offerings. Are consumers still happy with Amazon’s ad experience?

  • Report
     | 
    DEC 9, 2019

    (Tradeoff: For the biggest brands, there isn’t enough reach in connected TV to rely on it alone for top-of-funnel brand building, so it still needs to be supplemented with linear TV and other digital video buys.). Striking product placement deals with the likes of Netflix, Hulu and Amazon.

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